Every Monday, I write about something new you can try this week to drive more downloads for your mobile app and increase engagement with your existing app users, based on what has worked (and what hasn’t) for 23snaps.

Last week I gave a lecture at The Mobile Academy about app promotion and marketing. It was a crash course in getting your first downloads and while much of the content I’ve covered here; one new piece that I addressed during my talk was getting tech press for your app. There has been a ton written by people much more knowledgeable than I about bootstrapping PR, getting press and connecting with journalists so I’m just going to cover a couple of elements that I found particularly relevant for independent app developers when it comes to getting tech press.

1. Be a company, not an app

It’s very rare to see press about a new app launching. You see coverage of new companies trying to solve a problem. If their solution happens to involve an app, then that’s addressed but an independent app developer creating a new game isn’t news. Describe yourself as more than an app – figure out how to position yourself as a company.

2. Do something different

Kind of a no-brainer but if you are making an Angry Birds clone called Miffed Mice or something, you’re not going to attract much attention. What are you doing that’s a bit different or unique? Do you solve a problem that exists in other services? Figure out how you stand out from the crowd.

3. Share statistics

If you’re willing to share real, legitimate statistics from your company’s growth and usage then you give journalists more context. Take a look at popular stories on TechCrunch or The Next Web – most will have some sort of statistics from the companies mentioned. Numbers not only validate stories but help other companies and readers understand the ecosystem and benchmark themselves which is one of the reasons stats make popular reading.

4. Target the right journalist

Usually rule number one of bootstrapped PR – make sure you’re talking to the right person. If your emailing a journalist who only covers hardware about your app, you’re just cluttering up their inbox and you certainly won’t get a response. Get familiar with the journalists who cover your beat and write them personalized pitches when you have something relevant to share.

5. Define your audience

Another ‘duh’ concept but it’s very easy for journalists (and readers) to be skeptical of apps and businesses that claim to solve a problem for everyone in the world, or a new network that “everyone” will want to join. Niche is the current buzzword and it’s because it’s a much more interesting and believable story when a company recognizes a problem that affects a specific group and then goes about solving it. Who are you solving a problem for ? Who are you creating content and entertainment for? If you answer is everyone, then you’d better have some pretty impressive stats to back up that claim.

6. Pick a fight

While you should avoid actually throwing punches, sometimes some healthy competition can help garner some publicity. Whether you place yourself at odds with a bigger company or app in your space (such as a Facebook, Instagram, Candy Crush or similar), play off of another company’s misfortune or mistake to highlight your own offering (such as the news highlighting Amazon’s poor staff conditions or Google not paying UK taxes), or do (or provide) something slightly controversial (such as Snapchat being associated with sexting), any conflict can help you grab headlines.

This week, make sure you’ve set up your company to address the six points above to generate tech press for your app.

About

Meaghan Fitzgerald is an entrepreneur, marketer for early-stage companies and previously head of marketing and operations at London-based 23snaps. A Silicon Valley native, she started her first company, DormWise, in 2006 which she later sold in 2009. Meaghan writes here about business, technology, mobile, marketing and agile project management. She has been named a top 30 under 30 woman in digital and is a Nokia Remarkable Woman.